Athenos Hummus

Hummus is already a popular choice among endurance athletes. Competition among brands within this portion of the target market is important and therefore, should become a focus of the Athenos brand. Athenos has not yet utilized sports marketing to promote the brand, but with a focus on the hummus products, a sports overlay can be very effective to target key consumers. Athenos currently falls behind Sabra as the market leader in hummus and because neither brand currently markets their products through sports, this is a vital opportunity for Athenos to increase their market share and gain popularity among consumers.

Target Market Hummus is a healthy snack option and can be included in both a vegetarian and vegan diet. The target consumers are those that have particular beliefs and values when it comes to the food they eat. As advertising agency Droga5 explains about this group of consumers, “they love being the first of their friends to know about a great new restaurant. They also have more exposure to and knowledge of ethnic foods than any generation before them. “(Droga5, 2011). The target consumer is not concerned as much about “light” foods as they are about balanced foods. These consumers place value on knowing where their food comes from and they have the “knowledge to appreciate its quality and authenticity. Above all, it's about appreciation for food, body, and the world around them.”(Droga5, 2012). More specifically the target audience consists of consumers age 18-34” and among the target audience are endurance athletes, both amateur and professional which will be the focus of these traditional sports marketing strategies. (CreativeMag, 2011). Product

Athenos Hummus is a food dip or spread that is made from cooked, mashed chickpeas, tahini, olive oil, lemon juice, and salt. It is currently sold in 7 oz. and 14 oz. containers and is offered in 7 different flavors. The flavors of hummus include Original, Roasted Garlic, Roasted Red Pepper, Spicy Three Pepper, Greekstyle, Black Olive, and Artichoke & Garlic. Hummus is “a great source of dietary fiber. Hummus also packs the good monounsaturated fats like Omega 3 and is rich in vitamins C, E, K, and B6 to name a few, but it doesn't stop there. Minerals like Maganese, Copper and Sodium are accompanied by Iron, Folate, Thiamin, Calcium, Magnesium and Zinc.” (Hummus Place, 2012). The Athenos hummus packaging will retain its current look and design. The container is presently a crisp green color featuring the Athenos name in Greek style letters. The package also features a picture of Athenos hummus and vegetables to portray the idea of an “eat-clean” diet. Along with this concept, the promise that Athenos hummus is “made with 100% olive oil,” appears on each lid to set it apart from other hummus brands. The only feature of the packaging that should change is the size of the containers. In order to better compete with the leading brand Sabra, it is recommended that the sizes increase to 10 oz. and 17 oz. containers with price per ounce remaining the same (see below). Price

Athenos currently offers its hummus at $2.99 per 7 oz. container and $4.29 per 14 oz. container compared to the biggest competitor Sabra who sells their 10 oz. container for $5.49 and a 17 oz. container for $6.59. Athenos is the slightly cheaper alternative at $0.43 and $0.31 an ounce while Sabra is priced at $0.55 and $0.39 an ounce. A quantity discount is offered with the larger container as it is designed to give the consumer more for their money with a lower price per ounce. Athenos also offers occasional coupons and discount pricing for members of the customer loyalty programs, “which are initiatives designed to encourage repeat business.” (WVU, 2012). Athenos should maintain the same pricing scheme in order to remain the cheaper alternative to its biggest competitor but still portray itself as...

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...3 to 5 tablespoons of lemon juice.
• One and a half tablespoons of Tahini.
• 2 cloves of crushed garlic.
• ½ a teaspoon of salt.
• 2 tablespoons of olive oil.
Preparation:
• Drain the chickpeas and then set aside the water that has been collected from the can.
• Mix all the remaining ingredients in a food processor or blender.
• Add the liquid from the chickpea can and blend the mixture for about 5 minutes until the mixture is smooth and thoroughly mixed.
• Place the mixture in a large serving bowl and then create a sort of well in the center of the Hummus mixture.
• Add about 1 or 2 tablespoons of olive oil in this well and garnish with a bit of parsley.
• Serve with toasted or warm pita bread or cover the hummus and refrigerate.
• If you want you hummus spicy, then add a single sliced red chili or a bit of cayenne pepper.
• Hummus can be kept refrigerated for up to 3 days and then can be kept in the freezer for a month. If it appears to be dry, then add a little bit of olive oil....

...MK323 – Marketing Management
Case: Media Planning for Sabra Hummus
Sabra Hummus was a product with media planning challenges. It had a growing target market but there was major competition. Their product contained flax seed and other healthy supplements that differentiated them from their competitors. Sabra’s budget for consumer marketing was $1.7 million with about another $500,000 spend on trade advertising.
Industry and Competition
The refrigerated hummus market was strong with over $350 million a year in retail sales. The market leaders are Sabra with a 40% market share and Tribe with an 18% market share. The remainder of the market is somewhat fragmented with specialty and store brands.
Media Plan Assignment - You must read the MK323 IMC (Awareness) Tutorial before beginning this assignment!
You are attempting to build awareness for women above 45 and older with an income over $50,000. The total size of this target market is 23 million. Sabra has decided they ONLY want to choose from magazine advertising, bus advertising and events.
Assignment Questions:
1. Using the media costs below, answer the following questions.
a. They are placing four ½ page color ads in Better Homes and Gardens? How much awareness will they generate.
b. Which magazine has the lowest CPM? Would the lowest CPM magazine be the best to advertise in? Why or why not?
Vehicle | Total adults | % in Target |...